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Technological Innovation in Smart TV Trends Forecast

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  In 2025, the TV and streaming industry is undergoing a series of significant changes, driven by advancements in technology, evolving consumer preferences, and strategic shifts by major media companies. The CTVMA will be playing a pivotal policy role in supporting data transparency, compliance and distribution compatibility on smart TV platforms in 2025. Here’s an expanded look at the key trends shaping the future of television and streaming: Streaming and Measurement Focus Streaming TV platforms continue to dominate the media landscape, with companies like Disney, NBCUniversal, and Roku at the forefront of innovation. These platforms are not only expanding their content offerings but also introducing new ad formats to attract advertisers. For instance, Disney is developing products to tackle data fragmentation and offering biddable live sports deals, while NBCUniversal is enhancing its Peacock platform with live event ad formats. Concurrently, alternative measurement providers su...
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CTV Home Screen Open Data Partnerships

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                                                                                                                                                                      Data Partners The Connected TV Marketing Association (CTVMA) is thrilled to announce the launch of a new initiative aimed at fostering the growth and development of the connected TV (CTV) ecosystem.  This initiative is designed to assist smart TV platforms, streaming services, media agencies, and adtech companies by enhancing our global brand market visibility, to ensure our accuracy of reporting, yields and inv...
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2024 Connected TV Advertising Glossary A-Z

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  Our 2024 glossary covers a wide range of new terms and concepts essential for professionals in the connected TV advertising, streaming TV, and programmatic advertising industries. 1. Connected TV (CTV) A television set that is connected to the internet, allowing viewers to stream content from various apps and services. 2. Over-the-Top (OTT) Content provided via internet streaming services rather than through traditional cable or satellite television providers. 3. Addressable TV A form of television advertising that allows advertisers to show different ads to different households watching the same program. 4. Advanced TV A broad term that includes addressable TV, connected TV, OTT, and other forms of digital television delivery. 5. Linear TV Traditional broadcast television programming where content is scheduled and viewers watch at set times. 6. Video On Demand (VOD) A service that allows users to select and watch video content when they choose, rather than at a scheduled broadca...
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Inside the CTVMA Plans to Share OS Streaming Data

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                                                                                                      'Project Halo' Since January, the CTVMA has been working on its new streaming audience data paywall with data engineers in Singapore, known as 'Project Halo,' the service will include global OS device figures for publication in its paid research area for clients.   Streaming Audience Data The service will allow members of the CTVMA to share their data as part of its future revenue-sharing business to allow streamers and OS devices to publish their data on a trusted central resource hub.  It will also enable comparisons of audience across devices for both SVOD and FAST platforms. Streaming services need to provide med...
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The Future of Cloud Gaming on Connected TV

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  Smart TV Gaming Hubs Cloud gaming on smart TV gaming hubs, facilitated by partnerships between major players like Samsung, LG, HiSense, Sony PlayStation, Microsoft Xbox, SEGA, Nvidia GeForce, and global gaming publishers such as EA, SCE, Epic Games, Blizzard, and Nintendo, are set for substantial growth in the coming years.  These partnerships are instrumental in bringing high-quality gaming experiences directly to users' living rooms, eliminating the need for expensive gaming consoles or powerful hardware.  Online Multiplayer Cloud Games As internet infrastructure continues to improve globally, more players are embracing cloud gaming as a convenient and accessible way to enjoy their favourite titles without the constraints of traditional gaming hardware.  Popular Games in Cloud Gaming Some of the most popular games in the cloud gaming space include titles like Fortnite, Call of Duty, FIFA, Apex Legends, and League of Legends, among others. These games offer immers...
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Connected TV Streaming Awards 2024

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STREAM ON 24 Join us for an unforgettable evening of celebration and recognition at The Stream On Awards 2025 – the premier event honouring excellence in connected TV advertising and streaming entertainment. Set against the breathtaking backdrop of Barangaroo Sydney, this prestigious awards ceremony will bring together industry leaders, creative innovators, and forward-thinking professionals from across the globe.   Event Details: New Date: May 2025 Location: Barangaroo Sydney Audience: Streaming entertainment and creative ad professionals across ad tech, gaming,programmatic, smart TV, OEM, live-streaming performing arts, operating systems, writers, directors, engineers, broadcasters, telcos, media, producers, publishers, studios, and streamers.  Categories for Company Nominations: - Best Original Content Series  - Best Sports Streaming Platform  - Best Performing Ad Tech Platform  - Outstanding Streaming TV Platform - Best Performance Cloud Video Game  - B...
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Connected TV Advertising Forum 2024

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  AD FORUM 24 The Connected TV Advertising Forum 2025 brings together the world's leading CTV marketers, innovators, and ad professionals. Set against the stunning backdrop of Barangaroo Sydney, this event promises to be a game-changer for the connected TV advertising ecosystem.  The Event Our forum offers invaluable insights, networking opportunities, and actionable strategies for companies to navigate the ever-evolving global landscape of connected TV advertising.  Key Details: Date Schedule:         May 2025  Location: Barangaroo, Sydney Australia Format: In person and live streamed Brand Marketing, B2B Cloud professionals in Ad Tech, Programmatic, OEM Hardware, Operating Systems, Broadcasters, Telcos, Media Buyers, Publishers, Studios, and Streamers with 35 Asia-Pacific Guest Speakers, 3 International VIPs. Attendees: 650 attendees in person, with live streaming to a global B2B professional audience estimated at 11,500 online ...
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2024 Brand Categories for Connected TV Advertising

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                                                                                                 Group Brands Connected TV (CTV) advertising categories can vary depending on factors such as audience demographics, consumer behavior, and industry trends. However, several categories tend to be consistently popular among brands due to their broad appeal and effectiveness in reaching target audiences.  Here are some of the most popular connected TV advertising categories by brand:  Consumer Goods and Retail Brands in the consumer goods and retail sector, including food and beverage, household products, apparel, and electronics, often invest heavily in CTV advertising to showcase their products and drive sales. These brands leverage CTV to re...
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AI Video Retooling Creatives For Contextual CTV Ads

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                                                                                             Cannes Lion Creatives Last year, more Cannes Lions Awards entries than ever used AI. Some 7.3% of all 2023 entries mentioned AI in their synopses compared with 3.7% in 2022. Lion-winning work showed how AI can enable human connection. For instance, Creative Commerce Lions Grand Prix winner, HungerStation’s ‘The Subconscious Order’, by Wunderman Thompson, Riyadh, used creative AI in a delivery app. CTV Ad Operations By delivering hyper-relevant ads to each viewer that speak to their needs in the moment, contextual CTV ad campaigns empower marketers to capture far greater engagement and ROI, and—most importantly—to connect brands with customers on a more meaningful l...
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Global Connected TV Media Forecast Trends 2024

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                                                                                 Connected TV Apps-based Viewing Global ad spend is on course pass $1 trillion ($788.6 billion) for the first time in 2024, following the growth of 4.4 per cent this year and a further 8.2 per cent in 2024. R etail media and connected TV (CTV) a fifth of all spend, will drive growth into 2024 – are poised to see significant investment from brands over the coming 18 months. With t he rise of CTV, we are seeing once again the value advertisers place in leveraging first party data to target the right message to the right person at the right time. Audience Adoption This transition toward CTV points to a broader shift in consumer behavior, as traditional TV consumption patterns are disrupted by the rise of ...
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Industry Committee Smart TV Prominence Framework

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                                                    Home Screen   Prominence                                               The Australian Government has committed to legislating a prominence framework which will determine how TV applications and/or content will appear on Australian TVs and what content appears first in search.  Since our submission to the federal government, Foxtel commissioned research by YouGov to examine what Australians thought about this issue. The overwhelming view of Australian consumers is they want to be in control of the TVs they own and spend thousands of dollars on annually.    The research showed: When given the choice, 94% of Australians said they don’t want the government controlling the ord...
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